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Timex and Fallon Part Ways

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CHICAGO - Timex has split with Fallon Minneapolis as the company looks to reposition itself in the marketplace.

Fallon has handled the venerable watch brand since 1986, but the Middlebury, Conn., company recently enlisted the Sloan Group to create a campaign for its new TMX2 Mp3 player. The ads use the familiar "It takes a licking, but keeps on ticking" slogan as a double entendre, as the company looks to target young men.

"With the company in the early stages of an effort to reposition itself in the marketplace, Timex and Fallon have agreed to part ways," said Mario Sabatini, Timex's vice president of worldwide marketing, in a statement. "We extend our sincere gratitude to the entire Fallon organization."

Fallon will continue working on advertising efforts through year-end. Timex spent $6 million on advertising last year, according to CMR.